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From 10 November 2025, the way HubSpot offers its AI features is changing.
Certain tools, including the Prospecting Agent, as well as smart properties, data enrichment and buyer intent, will now consume HubSpot Credits.
In this blog we explain what HubSpot Credits are, which features they cover, what the benefits are and how to use them wisely as a user.
Kim Loonen
HubSpot Credits are a new usage-based model where you pay based on actual use.
Every AI task, such as an analysis, enrichment or email generation, consumes a small number of credits.
How it works:
AI now plays an important role in almost every HubSpot Hub. Within Sales Hub, it centres mainly on the Prospecting Agent, which helps sales reps find the right leads faster, follow up on them and close deals. Features such as Smart Properties, Buyer Intent and Data Enrichment also use credits to automatically fill in data and qualify leads. From Sales Hub Professional you can connect these AI tools to workflows, reporting and team processes, making your sales organisation smarter and more efficient.
In Marketing Hub, AI supports writing emails, blogs and campaigns, and automatically fills in contact data. From Professional you can use AI within workflows and segmentation, ideal for marketers who want to run personalised campaigns.
Service Hub makes use of the Breeze Customer Agent, which consumes credits for every automated customer conversation. In Professional you can combine this agent with ticket automation and SLAs, saving a huge amount of time without compromising on service quality.
Operations Hub also uses AI for automatic data enrichment, cleansing and synchronisation between systems. For organisations managing large volumes of data, an upgrade to Professional pays off quickly, fewer errors, cleaner data and fewer manual corrections.
Finally, CMS Hub offers AI features for writing and personalising web content. In Professional you can use AI to dynamically tailor content to visitor behaviour and Buyer Intent, resulting in a more personalised online experience.
| Feature | Estimated number of credits | What does it do for you? |
| Prospecting Agent | +/- 100 credits per AI action | Analyses leads, suggests follow-up actions and helps keep your pipeline up to date. |
| Customer Agent | +/- 100 credits per conversation or chat | Automates customer service conversations, faster replies, lower pressure on the team. |
| Smart Properties | +/- 10 credits per record | AI automatically fills in properties (industry, size, etc.), making your CRM smarter without manual work. |
| Data Enrichment | +/- 10 credits per record enriched | Enriches existing contact/company data with extra information, improving your targeting and segmentation. |
| Buyer Intent | +/- 10 credits per company | Measures which companies are actively researching, so you can respond proactively to warm leads. |
Please note: exact credit costs may vary by account and licence.
Always consult the current HubSpot Rate Sheet for the most recent rates.
HubSpot has introduced a new credit system to make the use of AI features fairer, more transparent and more flexible. From now on you only pay for what you actually use, ideal for small teams that want to stay efficient, and for larger organisations that want to scale AI intelligently whenever needed.
Upgrading to HubSpot Professional or Enterprise becomes particularly worthwhile if you regularly use AI for content creation, sales or customer service. These higher licences offer not only more credits, but also more automation, deeper data integration between Hubs and advanced reporting. This gives you better insight into your results, data quality and credit usage and lets you steer growth in a targeted way.
In short: with more AI, less manual work and more automation, you get the most out of your HubSpot environment.
Whether you want to know which HubSpot features deliver the most value, roughly how many credits you need, or which hub best fits your team, we are happy to think along with you.
Together we can look at:
How to use AI intelligently without consuming unnecessarily many credits.
When an upgrade to a Professional Hub is worthwhile.
How to get the most return from the Prospecting Agent and other AI tools.
Feel free to contact us for personalised advice or a short demo of the new features.
